| Brief | Introducing LOTTO MAX Dream Bars. The first lottery ticket that gives you a taste of the millionaire life. We turned items only millionaires can afford into ice cream bars: Rare Oil Painting, Designer Handbag, Private Island, and Grail Sneaker.We partnered with leading food scientists at the University of Guelph and ice cream maker Creamery X to create authentic flavours. Gas chromatography technology evaluated over 300,000 flavour markers to replicate the exact notes of each item. For example, Rare Oil Painting has an olive oil base, finishing with mid-tannins and a hint of oil paint.We showed up where our target was, serving Dream Bars from an Ice Cream truck at the summer’s most anticipated events. Each bar had a QR code for one lottery ticket, making it potentially the most valuable ice cream bar in history with a value of up to $70 million. |
